Archive for August, 2010
Make Up In Film
What Makes Good Corporate Films For Trade Exhibitions?
Corporate Films such as Product Display Films and Infrastructural Films showcase the various products and infrastructures of a company respectively. These are powerful tools having enormous potential to promote business for a company at events such as trade fairs and exhibitions in any part of the world. But often, the exhibitor puts these films out of conformity or as a power display or prestige symbol, underestimating the great power and endless possibilities of this tool.
Nikhil Sablania, Director at “Cowdung Films”, New Delhi, India has visited numerous trade exhibitions in the city and has made the following observations regarding good and bad films to display at such trade fairs and events.
A trade exhibition is not just an exhibition, a marketplace or a promotion. It is much more than these and above all, it is an event in history, culture, technology, human development and human relationships. It is an event where boundaries of nations, cultures, religions, languages, castes and races are all kept away and everyone has only one common purpose. These events look into the future, where human beings can grow prosperous and come closer to each other by mutual cooperation and business relationships. These are events of trust, reliability and friendship. So where and how does a product display Film or an infrastructure film come in the picture?
A visitor comes to a trade exhibition with many feelings. She or he might not have any prior thoughts about the exhibition, but it is the power of curiosity that brought her or him to the event. She or he might have spent money to buy an entry ticket or to travel to the venue of the event and had taken off a precious day or two out of her or his busy schedule. What she or he looks forward to is to learn, to know and to understand as much as she or he can. But among all these conscious factual quests of the mind, one is actually searching for a friend who has an understanding and appreciation for her or his needs, one who respects her or his priorities and the purpose that has brought her or him to the event. The memory and impressions about a particular product or a brand that a visitor carries from such an event is very crucial.
What lacks in such a trade fair is the time. Because of the vastness of information on display, the time available is insufficient for processing this information by the memory process of our minds and forming any decisive or concrete opinions or observations. Under such circumstances, TV screens or projectors displaying Product display films or infrastructure films play an important role in filling the gaps between the information and the memory and helps make the information intelligible so as to form substantial impressions and opinions about the prospective product or technology on display.
A good film with a great concept, good visual effects, suitable (industrial) lighting, and intelligent editing can fill such informational and communication gaps. It also reduces the pressure on company representatives who are displaying the product, infrastructure or technology. Films being an audio visual medium, have a strong association with the memory and the mood. They create long lasting impressions in the minds of the viewers. Films create images in our unconscious mind that keep reflecting throughout the life in the waking and sleeping states. With times these images get strengthened and the information stored in them passes to others and the coming generations. The impressions associated with such images become so powerful on occasions that they become the basis for concrete decisions such as a trade enquiry or even purchase. Thus these films boost the prospects for the products and brands.
But if such films are badly made, the mind responds in an opposite way. Rather than memorizing and retaining such images, the mind rejects and forgets them. The gap between images and the memory remains unfilled. Neither any memory nor any impression is created. Thus, despite all the effort put by the exhibitor in exhibiting her or his film and the effort by the viewer in watching the film, everything goes in vain.
So, if you are planning of putting a Product display film or an infrastructure film at the next exhibition, just be sure that your film should be well made and powerful enough so as to create life long memories in the minds of viewers.
Writer: Nikhil Sablania
Editor: Kushal Sharma
About the Author
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